| With the rapid development of Internet economy,online purchase is continuously,deeply and systematically affecting people's life,and has become an indispensable way of purchase in daily life.On the one hand,people enjoy many conveniences brought by online purchase;On the other hand,online purchase has also caused some negative effects,such as online forced purchase.Internet compulsive purchase is an abnormal and pathological consumption behavior in the Internet environment.It refers to uncontrollable purchase impulse caused by internal and external stimuli or bad emotions without purchase plan and demand.Individuals are troubled by this,but they can not inhibit this long-term and repeated compulsive behavior,resulting in adverse consequences(Zeng Xinhong,2014)? According to the 46 th statistical report on China's Internet development in 2020 released by China Internet Network Information Center(CNNIC),by June 2020,the number of Internet users in China had reached 940 million.Among the professional structure of Internet users,students ranked first,accounting for 23.7%;Among them,there are 749 million online shopping users.In terms of age structure,the proportion of Internet users aged 20-29 and 30-39 is 19.9%and 20.4% respectively,ranking first and second respectively,higher than other age groups.There are many college students in the age group of 20-29.As the main group of online shopping,college students are also susceptible to online forced shopping.If they do not intervene,they are easy to endanger their physical and mental health and social function.Therefore,studying the influencing factors and intervention methods of College Students' online forced purchase will help to cultivate college students' reasonable consumption view and promote the development of mental health.Relevant literature shows that college students' online compulsive purchase is affected by internal and external factors.The research on external factors such as website design elements and merchant discount promotion has been relatively mature,but there are relatively few studies on the relationship between internal factors such as personality traits and immersion experience and online compulsive purchase.Based on this,this study takes college students as the research object,discusses the influence of big five personality factors on College Students' online compulsive purchase,analyzes the intermediary effect of immersion experience between Big Five personality and online compulsive purchase,and reveals the mechanism of immersion experience on online compulsive purchase.On the basis of this research,this paper attempts to design a group counseling method with the theme of improving immersion experience,explore its intervention effect on College Students' online forced purchase,and test its effect on online forced purchase intervention.Study 1 explored the relationship among college students' online compulsive purchase,big five personality and immersion experience.This study consists of 1120 subjects.The online compulsive purchase scale(Zeng Xinhong,2014),NEO Five Factor Inventory(NEO-FFI)and immersion experience scale are used to measure college students' online compulsive purchase,big five personality and immersion experience,and analyze their internal relationship.The results show that:(1)There is a certain proportion of online forced buyers among college students,accounting for 39.96% of the subjects,accounting for a relatively high proportion;(2)College Students' online forced purchase has significant differences in gender,whether they are the only child,major,place of origin,family economic situation and other variables;(3)There are significant differences in gender,whether one-child or not,family economic situation and other variables,but there are no significant differences in professional subjects and place of origin;(4)There are significant differences in the variables of immersion experience,such as gender,whether the only child,professional department,place of origin,family economic situation and so on;(5)There is a significant correlation among college students' online compulsive purchase,big five personality and immersion experience;(6)Immersion experience plays an intermediary role between Big Five personality traits and online compulsive purchase.Study 2 explored the intervention effect of group counseling with the theme of changing immersion experience on College Students' online immersion experience and forced purchase.The subjects in Study 2 were composed of 24 college students with internet compulsive purchase tendency.They were randomly divided into experimental group and control group.On the basis of study 1,combined with the relevant dimensions of immersion experience and the eleven effective factors of group counseling,the group counseling plan is formulated.The experimental group was given group assistance intervention,which was conducted once every 3-4 days,a total of 11 group counseling.The control group watched neutral landscape video.The results show that:(1)Members of the experimental group actively shared their feelings in group counseling.In the atmosphere of group cohesion,group members gradually exposed their problems and had mutual interaction and influence;(2)After group counseling intervention,the score reduction rate of immersion experience of 9 of the 12 subjects was 25%-50%,and the intervention was effective;The score reduction rate of immersion experience of 3 subjects was more than 50%,and the intervention effect was significantly effective.Among the 12 subjects,the score reduction rate of 8 subjects' online forced purchase was between 25%-50%,and the intervention was effective;In addition,the score reduction of online forced purchase of the other four subjects was more than 50%,and the intervention effect was significantly effective.(3)After the group counseling,70% of the members are eager to participate in such activities.(4)Group counseling is effective.Combined with study 1 and Study 2,this study draws the following conclusions:(1)Immersion experience plays a mediating role between Big Five personality and college students' online compulsive purchase,and it plays a partial mediating role.(2)Group counseling with the theme of changing immersion experience has good curative effect and operability on the intervention of College Students' online forced purchase. |
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